New start for NetXtra

NetXtra, Axfood's online grocery shopping business, is launching a new start to a unique concept for Sweden. On 25 January NetXtra will be opening its first physical store in Bromma, outside Stockholm. Customers will be able to choose between three different ways of shopping: online with home delivery, offline by shopping in NetXtra's new physical store, or online with drive-thru pick-up.

Prices have been reduced significantly, and home delivery and product picking are not baked in to food prices, but are charged separately so that the customer can clearly see the cost. NetXtra offers the same prices at its offline Bromma store as online.

"It should be made clear for customers what they are paying for," says Nicholas Pettersson, President of Axfood Närlivs, which operates NetXtra. "It shouldn't be more expensive to shop for groceries online than at a physical store, so we have reduced prices substantially. Customers pay for the convenience of having their groceries delivered home to them or picked and packed for pick-up at our drive-thru window. Otherwise the prices are comparable against other 'brick and mortar' stores."

Prior to its new start, NetXtra has doubled the number of items in its product offering and has added a new, unique product line called "Chef's Choice". This new product line is a restaurant selection that was previously only available for buyers in the restaurant market.

"The drive-thru function will offer a welcome relief to people caught up in the stress of everyday life," says Pettersson. "Customers will be able to place their orders in peace and quiet using their computers. They can then swing by the store, present their card at the window, and a store associate will come out and load their groceries in the car. That's what we call 'food freedom'!"

For further information, please contact:

Nicholas Pettersson, President, Axfood Närlivs AB, +46-702-61 28 72

Ingmar Kroon, Director Press Relations, Axfood AB, +46-702 89 89 83

* NetXtra is located at Masugnsvägen 28 in Ulvsunda, near Bromma airport. See also www.netxtra.se.

Axfood Närlivs AB is an open wholesaling operation comprising three business areas: Axfood Närlivs – Wholesaling, Axfood Snabbgross and Tempo. Axfood Närlivs AB is focused on both distribution and cash and carry operations. In retailing, the company relies on the strong store profiles of Tempo, Handlar'n and Direkten, as well as the NetXtra online shopping concept. Axfood Närlivs AB is responsible for market development of nearly all stores not owned by Axfood in the mini-market and convenience store segments. Our business concept is to make it easy for our customers to do good business. Axfood Närlivs AB had sales of SEK 5,571 million in 2009 and is part of Axfood AB, which is listed on Nasdaq OMX Stockholm AB's Large Cap list.